Circle K Currency Boost for Athletes

As part of Circle K’s ‘Here for Ireland’ sponsorship of Team Ireland, advertising agency JWT Folk has developed a unique local currency to support Olympic and Paralympic athletes.

The Local Currency is a technologically innovative programme that gives communities around Ireland a role to play in supporting Team Ireland, leveraging data, technology and community spirit in a way never seen before.

With the postponement of the Games to the summer of 2021, this has put additional strain on athlete’s funding as well as their physical and psychological preparation.

The Circle K initiative is being boosted in stores now as a way of showing support.

The Local Currency is generated by the community to help fuel their local Olympic and Paralympic athletes.

Utilising Circle K’s existing Play or Park loyalty functionality, it enables customers to not only collect points for themselves but also to generate unique ‘coins’ for their local Olympic and Paralympic athletes to spend on fuel, food and drink in-store.

To date, almost 90 per cent of Team Ireland athletes across the Olympics and Paralympics have signed up and already benefitted from the initiative.

“We wanted to unite the communities Circle K serves with the athletes who represent our country and that’s what this activation is all about,” said Karl Waters, Creative Partner at JWT Folk.

“Now Irish people can play a role in Team Ireland’s Olympic preparation. And Circle K plays a role in both Irish communities and the team’s preparation, by being Here for Ireland.”

“In every community of Ireland, you’ll find a Circle K,” added MJ Tierney, Media Director at Circle K Europe.

“You’ll find them in the very places our Olympic and Paralympic athletes train. Our athletes have started their journey to Tokyo 2020, and we are here for their journeys, just like we are here for all the journeys Irish people take.”

“Through this sponsorship, our goal is to create a true connection between the brand, the athletes and the people of Ireland – so we are delighted to see so many Team Ireland benefit from the initiative.”

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